Group Project & Presentation Develop a market research plan, implement the plan and make recommendations to improve the functioning of the organisation. Prepare a market research plan for one of the...

Marketing Plan – Subway 1
Executive Summary:
In todays‟ world the organizations are strongly focusing on adopting different ways
which will help the firm to attain competitive edge in the market in which it operates. Different
companies are expanding their reach and presence across the globe with a strong focus on the
internationalization and the globalization of the firm. This era has been marked by
internationalization and globalization, with advancement in innovation and technology.
In this paper we will focus on analyzing the Subway Restaurant and different marketing
strategies that can be adopted by the organization so as to attract more and more consumers.
Marketing Plan – Subway 2
Contents
Executive Summary: ....................................................................................................................... 1
Introduction: .................................................................................................................................... 3
Company overview: ........................................................................................................................ 4
Marketing context: .......................................................................................................................... 5
Analyzing the market: ................................................................................................................. 5
Marketing issues to be investigated: ............................................................................................... 6
Marketing Analysis and Findings: .................................................................................................. 6
Industry Analysis: Five force model: .......................................................................................... 6
Discussion: ...................................................................................................................................... 8
Competitor Analysis .................................................................................................................... 8
Customer Analysis ...................................................................................................................... 8
SWOT Analysis: ......................................................................................................................... 9
Differentiation of Subway: ........................................................................................................ 11
Products: .................................................................................................................................... 12
Recommendations: ........................................................................................................................ 12
Conclusion: ................................................................................................................................... 14
References: .................................................................................................................................... 14

Marketing Plan – Subway 3
Introduction:
Globalization is marked by international integration in the international market, which
has increased considerably with the passage of time. Globalization is marked by economic
innovation which is triggered by cultural and political diffusion. Globalization has increased the
opportunity of firms to operate in the global market, it helps the different companies to increase
the economies of scale as well increasing its competencies in manufacturing and operating
activities by adopting different activities a different nations. When a firm operates in the global
market the firm can focus on buying raw material and labour from low cost nation, so that the
company is able to manufacture the goods at comparatively low prices. When the company
operates in the local market it manufactures in one nation, purchases equipment from other
nation whereas manufacture its product in another nation, through this the company is able to
achieve economies of scale and it can manufacture goods at comparatively low price. By
operating in the global market the firm is able to work on a competitive landmark. With
globalization the company is able to tap the un-captured market in the global market. “Global
markets are attractive strategic options for some companies, but they are not the only source of
strategic competitiveness. In fact, for most companies – even for those capable of competing
successfully in global markets – it is critical to remain committed to the domestic market. In the
21st-century competitive landscape, firms are challenged to develop the optimal level of
globalization, a level that results in appropriate concentrations on a company‟s domestic and
global operations.” (Hitt, 2009).
Marketing Plan – Subway 4
A firm operating in the global market is able to gain competitive advantage through
continuous focus on changing technology, innovation and the ability of the firm to focus on mass
market. The companies focus on adopting different global strategies which helps them in
reducing different trade barriers that a firm faces. A firm operating in the global market has to
keep a strong focus on the changes and change its strategies and operations with change in the
global environment. With the ever changing environment the companies needs to focus on
adopting different strategies rather than focusing on a single strategy. Adopting different
strategies help in improving the performance of the company.
Company overview:
With the changing consumer preferences and increasing pace in the consumers, the
companies are having a strong focus on delivering quality and nutritious food to its target
consumers. Subway is a restaurant chain that strongly focuses on different aspects focuses on
providing nutritious food to its target market.
Subway Restaurant has become one of the largest restaurant chain across the globe. The
company focuses on using freshest ingredients in their sandwiches, along with a strong focus on
reducing and eliminating trans fats from the menu, the company focuses on delivering items
which are low in fat and calories as well as sodium content. The company has adopted the
concept of franchising so as to cater to the needs and requirement of the target consumers.
Marketing Plan – Subway 5
Marketing context:
Analyzing the market:
The project is focused on introducing Subway in Australia market, the people in Australia
are health and nutritious conscious. People from all the age groups are being attracted to different
fast food chains.
The customers of Australia today have become more brand conscious and they prefer
branded products over any other products available in the market. Customers have changed their
preferences in terms of liking. The technological advancement and increasing use of e-
commerce and internet have made the consumers information oriented....